Public Relation

Rhona V. Molon

MW 2:30- 5:30 pm





SETTING THE AGENDA



The role media is defining the important issues of a day, also known as agenda setting influence of mass communications, has recieved wide spread attention over the past many years.

The agenda- setting theory is the theory that the mass- news media have the large influence on audiences by their choice of what stories to consider news worthy and how much prominence and space to gfive them.

Agenda setting theories main postulate in salience transfer. Salience transfer is the ability of mass media to transfer issues of importance from their mass media agendas to public agendas.





The media agenda is rthe set of issues addressed by media sources and public agendas which are issues the public consider important.

Agenda setting theory was introduced in 1972 by Maxwell McCombs and Donald Shaw in their ground breaking study of the role of the media in the 1968 presedential campaign in Chapel Hill, North Carolina.

The theory explain the correlation between the rate at which media cover a story and the extent that people think that this story is important. The correlation has been shown to occur repeatedly.



The agenda setting function has multiple components. Media agenda has used discussed in the media, such as television, news paper and radio. Public agenda are issues discussed and personally relevant to the members of the pu blic. Policy agenda are issues that policy makers consider important , such as legislators. Corporate agenda are issues that bi business and corporations consider important , including corporation.



These four agendas are interrelated. The two basic assumptions underlie most research on agenda setting are the press and the media do not reflect reality, they filter and shape it and the media concentration on the few issues and the subjects leads the public to percieve those issues as more important than the other issues.





DIFFUSING THE INFORMATION AND INNOVATION



The word "diffusing" meaning spreading by diffusion.

" Diffusion" means reffers to the process of communicating to the potential communication menibg in the public relation, it is the process to wide spread the information to our target public.



It is the process in which we can the public know what happening. And the the process of giving them the information.

Diffusion requires communication smong innovators.



Innovation defined as the idea, practice or object thet percieved as new by an individual, group, organization, or other unit of adaptaion.



The people get information and adapt from it by using the mass media. And they also learned from the media and share it.


DEFINING SUPPORT

In this issues as a mass media we can consider different kind of people. And Some of them has their own perception and idea.
The social cultural model of perssuasion shows the mass media message provides the individuals pictures of their social environment wether there is a social approval or disapproval.

The spiral begins when individuals choose to remain silent or to say their public opinion.
In some situations, an individual is the one who influced the public or the crowd. There are saying, that there is one who did it and the crowd will follow so in some point in will lead to saying 'majority wins'.